King Pharma launches Altace DTC campaign
US drugmaker King Pharmaceuticals has launched a direct-to-consumermarketing campaign for Altace (ramipril), an ACE inhibitor originated by Wyeth, featuring legendary professional golfer Jack Nicklaus.
The DTC campaign started with a print advertisement for Altace in the US News and World Report, with national television advertising planned to begin shortly, with commercials airing on CNN, Fox News Channel, TNT and CNBC.
King notes that Altace's weekly new prescription market share among ACE inhibitors grew to a record high of 10.4% for all physician prescriber groups for the week ended March 22, according to the most recently reported IMS America data. Especially significant, it adds, is that Altace's new prescription market share among cardiologists grew to 20.5%.
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